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Adding a Little ABM to Your Marketing Strategy

As buyers continue to evolve, B2B marketers need to adapt their marketing strategy so that they can keep up with the changing demands. One way to do it is to combine methods to create a strategy that is customized to your business and your working style. ABM has been the latest marketing trend, and while I think it’s definitely an interesting one, it’s also not the easiest strategy to get started with. So what do you do if you want to add a little ABM to your marketing? Here are three ways to infuse your marketing strategy with a little bit of ABM.

1. Break Down the Moving Parts

Modifying your marketing strategy doesn’t have to be a major headache – start by looking at what it is about ABM that appeals most to your particular business. Maybe you like the hyper-focus on the customer, or you have a few key accounts that you think would benefit from a much more targeted approach. Breaking down account-based marketing into it’s elements makes it easier to see where you could implement aspects of it into your overall strategy. It’s not to say that it’s going to be easy, but it will be less complicated than starting over with end-to-end ABM, and more likely to work for a wider variety of business and account types than a traditionally structured ABM strategy would.

2. Prepare to Create A Lot of Content

Regardless of whether you add a lot or a little – when it comes to ABM you’re going to need to generate *a lot* of content. It’s non-negotiable. The intense customer-focus that forms the basis of an ABM strategy requires highly targeted, personalized content for each of your target accounts. This means that if you’re worried about having the resource for creating that much content, or you’re only trying to implement account-based marketing for particular accounts, you’ll want consider whether this strategy is going to be an efficient solution for you. This kind of intense personalization is the only way to truly build relationships at the necessary scale, so it’s better to choose just one or two accounts that you want to target, or potentially apply an ABM approach just to specific campaigns to make it more manageable.

3. Work with Sales To Choose Which Accounts to Target

Your sales team will have a good understanding of which accounts you should target with an ABM strategy. For most marketers, implementing account-based marketing for all of their accounts would be near impossible, but with input from your sales team you can target just a handful of the most important ones for much more deeply personalized campaigns. Your sales team will know which accounts would most strongly benefit from an account-based approach. One of the biggest differences between ABM and standard marketing is the idea of targeting an entire account versus a single contact. This is where working closely with your sales team will help you stay ahead of things. Account-based marketing works best with account-based selling. You need to not only agree on which accounts to target but also work together with your sales team to ensure that your messaging and communications remain consistent at that scale.

Many of the elements of ABM can be implemented into your marketing strategy, and can help you build stronger relationships with your clients and prospects across all of your accounts. Personalization is one of these. Account-based marketing relies on personalization to create a deeper connection with target accounts. This kind of personalization goes further than just using the recipients name in an email or targeting content around location and company size to understand your prospects main pain-points and offer workable solutions at each stage of the buying process.

Have you considered an ABM strategy? Which elements do you think would work best for you?

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